谈钱还是谈情:企业如何引导消费者分享自媒体营销

社交网络的发展弱化了传统媒体的影响力,强化了消费者的影响力;在这种情况下,企业需要思考如何借助消费者传播营销信息,以影响其他消费者。本文从企业如何设计营销信息入手,探究消费者与企业所处的关系范式对消费者信息转发行为的影响。通过二手数据分析与实验法,本文得出如下结论:经济类刺激对触发交易关系范式下消费者的转发行为更有效;情感类刺激对触发共有关系范式下消费者的转发行为更有效;交易关系范式下消费者出于回报企业的动机分享,共有关系范式下消费者出于利己动机而分享。     

关系规范对消费者抱怨意愿及潜在动机的影响模型

现有的关于向企业进行抱怨的研究均建立在“理性人”的假设之上, 而忽视了消费者同时作为“社会人”需要遵循一定的规范。本文引入关系规范的概念(共有关系规范, 交换关系规范), 通过实验的方法探究其对消费者的抱怨意愿及潜在动机的影响。实验一的结果显示在服务失误水平低的情况下, 共有关系规范下的被试相对于交换关系规范下的被试更乐意向企业抱怨, 而在服务失误水平高的情况下, 这种差异不显著。实验二进一步验证了这种关系, 并发现共有关系规范下的被试向企业抱怨, 是为了帮助其发现和改进服务中存在的问题, 以提高服务质量, 具有利他动机。     

企业幽默能否化解消费者抱怨:幽默类型与关系范式的匹配

幽默可以促进沟通效果,实践中许多企业运用幽默来回应消费者抱怨。然而既有文献对于幽默能否以及如何有效化解抱怨缺乏系统深入的研究。本文则基于良性冲突理论与关系范式理论探究了企业幽默式抱怨回应策略对不同关系范式下消费者的影响。通过二手数据分析和实验法,本文发现:对于唤醒度较低的负面情感导致的消费者抱怨,企业幽默(相较于非幽默)的抱怨回应策略更有助于改善消费者品牌态度;而且,不同类型的幽默化回应作用不同,自强型幽默的抱怨回应对改善共有关系范式下消费者品牌态度更有效,自嘲型幽默的抱怨回应则有助于改善共有和交易关系范式下消费者的品牌态度;幽默回应策略与关系范式通过影响消费者的良性评价而作用于品牌态度。     

Intra‐group interaction and the development of norms which promote inter‐group hostility

Research suggests there is more inter‐group discrimination when rewards rather than punishments are distributed between groups (the positive‐negative asymmetry effect). This study investigated whether intra‐group interaction and the obstruction of in‐group advancement moderate this finding. Participants were twice asked to divide monetary resources—individually (pre‐consensus) and in interactive groups (consensus). Results confirmed that there was more discrimination when rewards were allocated. Although this replicates the PNAE overall, there were two moderators. First, there was no asymmetry when the out‐group obstructed in‐group advancement: obstruction was sufficient to legitimise punishment. Second, after group interaction the PNAE reversed so that there was more discrimination when punishments were administered. The severity of discrimination was contingent upon group norms that endorsed inter‐group hostility. It is argued that norms changed as a function of group interaction, and so did patterns of discrimination. The results suggest that the intra‐and inter‐group context combined to cause in‐group favouritism to slide towards inter‐group hostility. Copyright © 2007 John Wiley & Sons, Ltd.     

How Social Norms Promote Misleading Social Feedback and Inaccurate Self‐Assessment

Self‐assessments are often prone to error. Past research has identified cognitive and motivational biases that lead self‐assessments astray. In the present paper, we discuss how behavior shaped by social norms leaves the negative information that people require for accurate self‐assessments invisible. First, social norms lead people to suppress critical feedback in favor of more positive evaluations. Although people recognize that they prefer to provide positive feedback to others, they fail to consider that they might be the recipient of incomplete feedback. As a result, they are left with overconfident self‐impressions. Second, social norms lead people to hide their own negative emotional experiences from others. Again, people are aware that this positivity norm influences their own behavior but do not apply this knowledge to their understanding of others. As a result, people regard their own negative emotions as more socially aberrant than is actually the case.     

Positive outcomes of social norm transgressions

Norm transgressions occur when consumers behave outside social expectations; such transgressions often cause embarrassment for the perpetrator and negative responses from witnesses. This study asks if norm violations can lead to positive audience responses. The study relies on 246 written reports from norm breakers and finds positive audience responses occurring almost 17 per cent of the time, with an additional 26 per cent of cases providing a mix of both positive and negative reactions. A content analysis of influence factors suggests that the emergence of a positive outcome depends on the importance of the norm, the position of the perpetrating behavior relative to the broader scope of the norm, and the rewards received by the audience as a result of the norm transgression. These factors are illustrated by representative participant quotes. The findings have implications for theory as well as marketing practice. Copyright © 2014 John Wiley & Sons, Ltd.     

Self‐Enhancement on a Self‐Categorization Leash: Evidence for a Dual‐Process Model of First‐ and Third‐Person Perceptions

Research suggests that first‐ and third‐person perceptions are driven by the motive to self‐enhance and cognitive processes involving the perception of social norms. This article proposes and tests a dual‐process model that predicts an interaction between cognition and motivation. Consistent with the model, Experiment 1 (N = 112) showed that self‐enhancement drove influence judgments when messages were normatively neutral—people reported first‐person perceptions for in‐group‐favoring messages and third‐person perceptions for out‐group‐favoring messages. Experiment 2 (N = 208) showed an additive effect when social norms were also in‐group‐enhancing, but showed a decreased effect when social norms and group‐enhancement were discordant. The findings are hard to reconcile with pure motivational or cognitive explanations, but are consistent with the proposed dual‐process model.     

Group motives in threatening contexts: When a loyalty conflict paradoxically reduces the influence of an anti‐discrimination ingroup norm

The influence of pro‐ versus anti‐discrimination ingroup norms on Swiss nationals' attitudes towards foreigners was investigated as a function of national identification and perceived material ingroup threat. As predicted, results revealed a significant interaction between identification and threat: High identifiers showed a more negative attitude than low identifiers mainly when perceived threat was high. In other words, high identifiers conformed to the pro‐discrimination norm, but showed a counter‐conformity effect for the anti‐discrimination norm. Additional results revealed that high identifiers actually disagreed with the anti‐discrimination norm when perceived threat was high, but that they were more attached to the ingroup. These findings suggest that when the ingroup norm is not an appropriate response to an ingroup threat (i.e. anti‐discrimination norm), high identifiers find themselves in a loyalty conflict: they are unable to simultaneously conform to the group norm and protect the group. This conflict was resolved through a compensatory mechanism: High identifiers distanced themselves from the ingroup norm in order to protect the group (i.e. by increasing negative attitudes towards foreigners) but reinforced other ingroup ties (i.e. by increasing attachment to the ingroup values). Copyright © 2008 John Wiley & Sons, Ltd.     

How trust in financial supplier information impacts young adults' financial information involvement: The moderating roles of product savings risk and social norm

Although consumers' risk‐taking, supplier trust, social norms and information involvement are central to much of thought in the financial market and consumer economic literature, it is not known how the interplay between consumers' trust in supplier information, risk‐taking behaviour and social norm may influence information involvement. This research contributes to the consumer economic literature by investigating how product savings risk and social norm affect the relationship between young adults' trust in supplier information and their information involvement. On the basis of two samples with young adults who recently have purchased a low‐risk savings product (n = 641) and a high‐risk savings product (n = 219), respectively, several results are obtained. It is found that both product savings risk and social norm positively moderate the relationship between young adults' trust in supplier information and their information involvement. In addition, the results indicate that the three‐way interaction between trust in supplier information, products savings risk and social norm has a positive effect on information involvement. As direct implications, financial authorities and financial service managers should especially consider investing additional resources in developing information trust for high‐risk savings products and should also take social norms into account when considering young adults' high‐risk‐taking behaviour. Copyright © 2017 John Wiley & Sons, Ltd.     

Emotional after‐effects on the P3 component of the event‐related brain potential

Agrowing body of literature indicates that affective states can influence cognitive processes. The core assumption of Ellis and Ashbrook's (1988) model explaining these emotional after‐effects on cognition is that the emotional state regulates the allocation of processing resources. A negative emotional state is supposed to pre‐empt capacity normally allocated to the cognitive task at hand. This is assumed to occur because the negative emotional state leads to an increase in intrusive, irrelevant thoughts, which compete with relevant cognitive activities and thus result in a lack of attention given to relevant features of the task to be performed. In the present study, the hypothesis that negative emotions lead to a reduced information‐processing capacity and that this is observable on a very basic level of information processing is tested. Therefore, 102 participants were assigned to three independent groups, each inducing one of a negative, a positive, or a neutral mood by means of a 3‐minute video‐clip. Shortly after the video‐clip, two acoustical stimuli with increasing information were presented, while the P3 component of the event‐related brain potential on these stimuli was measured as a psychophysiological indicator of cognitive resource allocation. In addition, the expenmental manipulation was checked by assessing subjective and external mood ratings as well as cortical alpha activity. Results show that the videos did in fact induce positive, neutral, or negative mood. Moreover, even when controlling for video‐related unspecific cortical arousal, a significant emotional after‐effect was found on the P3 component of the event‐related brain potential, indicating reduced information‐processing capacity, particularly in the negative mood condition. The reported data support Ellis and Ashbrook's model of emotional after‐effects on cognitive processes. As those effects were observable after an event that did not demand a high amount of cognitive resources, this suggests that even tasks that do not heavily engage central processing resources and are not likely to be influenced by cognitive strategies, seem to be affected by a negative emotional state.     

When and how norm violators gain influence: Dominance,prestige, and the social dynamics of (counter)normative behavior

The capacity to influence other people is key to success across domains of life, from personal to professional relationships, from the school yard to the retirement home, and from marketing to politics. Traditional approaches hold that people can gain influence in social collectives by behaving in line with prevailing norms. However, mounting evidence indicates that defying norms can enhance one's power, status, and influence. Here, I take stock of this literature and propose a new perspective that can explain seemingly inconsistent links between norm violation and influence. After discussing various social mechanisms that keep norm violators in check (negative emotions, gossip, social exclusion, formal punishment), I review evidence that violating norms can enhance the capacity for influence. I then integrate insights from the dominance/prestige framework of social rank with research on social responses to norm violations to develop a new model that illuminates when and how norm violators gain influence. I discuss implications for understanding the dynamic negotiation of leadership and influence and the maintenance versus decline of normative systems.     

Fairness and discrimination: English versus Welsh

It has previously been suggested that there is a generic norm of conflict between groups so that when a differentiation is perceived between one group and another there is a predisposition to discriminate against the outgroup. The present study investigates whether this norm of conflict operates in social situations involving differentiation over real issues, or to what extent behavior is modified by norms of fairness. The research examined English and Welsh groups and found that when there was an opportunity of giving equal rewards to both parties about one-third of subjects acted in this fair way. Never as many as one-third of subjects acted in the most discriminatory way possible, and the remainder modified or tempered their discrimination. Behavior in this situation was felt to be the result of opposing internal norms for fairness and discrimination. Differences were found between the English and Welsh subjects. The Welsh showed more discrimination against the outgroup, while discrimination in favor of the outgroup was more common among the English. It is hypothesized that that effect may be characteristic of the behavior of ‘top-dogs’ and ‘underdogs’.     

The moderating effects of financial broad‐scope trust on consumer knowledge,cognitive effort,and financial healthiness

Substantial research results suggest the global financial crisis has negatively affected consumers' trust in financial service providers. Notably, trust not only relates to consumer trust in individual companies but also relates to the broader business context in which consumers may plan and carry out their financial behavior. This latter form of trust can be referred to as “broad‐scope” trust (BST). BST is especially important in a society context because lack of BST may reduce financial market dynamism, competition, and productivity. Consequently, financial service providers assume an important social responsibility in order to develop BST. Unfortunately, not much is known about the interplay between BST and consumer financial behavior. Based on two surveys comprising 1155 bank consumers and 756 mutual fund investors, respectively, this study investigates the moderating influence of BST on relations between knowledge, cognitive effort, and financial healthiness and also examines the direct influence of BST on cognitive effort and financial healthiness. The results indicate that BST negatively moderates relations between knowledge and financial healthiness and between cognitive effort and financial healthiness. In addition, it is demonstrated that BST negatively influences cognitive effort and positively influences financial healthiness. Our results demonstrate the importance of developing BST as it may ease the burdens put on consumers' financial knowledge and processing capabilities, which in turn may facilitate their financial well‐being. Copyright © 2016 John Wiley & Sons, Ltd.     

The Role of Self‐Identity,Past Behavior,and Their Interaction in Predicting Intention to Purchase Fresh and Processed Organic Food1

This study examined the impact of moral norms, self‐identity, and past behavior on intention to buy organic tomatoes and organic tomato sauce, using the theory of planned behavior (TPB). The questionnaire, which included measures of attitudes, subjective norm, perceived behavioral control, moral norms, past behavior, and self‐identity was completed by approximately 500 people for each food. Multiple regressions showed that for both foods, moral norms and self‐identity added significantly to the prediction of intention over and above the other variables, even when the effect of past behavior was included. There was some evidence of past behavior moderating the self‐identity/intention relationship for processed organic tomato sauce, but not for fresh organic tomatoes. Implications of the findings are discussed.     

第三方惩罚与社会规范激活——社会责任感与情绪的作用

社会规范需要被激活才能显著影响个体行为,第三方惩罚（TP）正是这样一个激活的过程。本研究将TP引入独裁者博弈（DG）,社会规范被激活的被试参与了TP与DG,未激活的被试只参与了DG。结果表明,前者在TP之后显著提升了DG中的亲社会行为。进一步的分析发现,在社会规范激活过程中,社会责任感越高的个体被激活的程度越高,对违背社会规范的行为产生的愤怒情绪也越高,从而产生了更高水平的亲社会行为。在排除了实验中其他因素和相关理论的解释后,这一基本的实验结果表明社会规范激活受到社会责任感的影响并伴随着特定情绪的激发。     

Anger, Blame, and Dimensions of Perceived Norm Violations: Culture, Gender, and Relationships

From a social cognitive perspective on anger, we attempted to examine the structure of perceived norm violations and their relationships with anger. We asked 884 university students from 4 countries (United States, Germany, Japan, and Hong Kong) to rate their experiences of being harmed in terms of norm violations, angry feelings, blame, and relationship with the harm doers. We found 2 culturally common dimensions in perceived norm violations (informal interpersonal norms and formal societal norms), and these dimensions substantially increased both angry feelings and blame in almost all cultural groups. The violation of interpersonal norms generally evoked anger more frequently than that of societal norms, but there were interactions between culture and relationship closeness and between gender and relationship closeness.     

Misalignment and Misperception in Preferences to Utilize Family‐Friendly Benefits: Implications for Benefit Utilization and Work–Family Conflict

Despite their increasing popularity, family‐friendly benefits are frequently underutilized. Drawing on literatures concerning social norms and pluralistic ignorance, this study examines the role of personal preference, group norm misalignment, and misperception of group norms on employees’ utilization of family‐friendly benefits. In 2 samples (154 firefighters and 440 nurses) across 3 data collection periods, we found that when employees’ preferences for benefit utilization were misaligned with the perceived group norm, they adjusted their family‐friendly benefit utilization in a manner congruent with the norm, even when that norm was misperceived. Further, we found that family‐friendly benefit utilization was negatively associated with work–family conflict. Together, our findings suggest that misperceived social norms regarding family‐friendly benefit utilization can lead to situations whereby employees do not utilize family‐friendly benefits because they mistakenly perceive utilization is not socially accepted and, as a result, experience higher work–family conflict.     

How category advertising norms and consumer counter‐conformity influence comparative advertising effectiveness

Surprisingly little research examines whether and how category advertising norms influence the effectiveness of comparative advertising. To address this void, the present research investigates if the persuasiveness of a particular comparative advertisement depends on whether or not it is viewed as a typical tactic that conforms to category advertising norms. Results from experiments 1 and 2 indicate that a comparative advertisement used in violation of category norms results in a persuasion penalty that is evidenced by a reduction in the ad's impact on brand attitudes. This effect of category norms on persuasion is shown to be mediated by evaluations of the comparative advertisement's appropriateness in the product category. A final experiment confirms this persuasion penalty with respect to consumers holding conformity-based motives. However, this penalty is found to be reversed for individuals seeking counter-conformity in the marketplace, who respond more favorably to a comparative advertisement when it violates rather than conforms to category norms.     

绩效薪酬对雇员创造力的影响:人-工作匹配和创造力自我效能的作用

采用296对上下级匹配数据考察了绩效薪酬对创造力的影响以及人-工作匹配的调节效应和创造力自我效能的中介效应。研究结果表明:绩效薪酬对创造力有倒U形影响;创造力自我效能部分中介了绩效薪酬对创造力的倒U形影响;人-工作匹配调节绩效薪酬与创造力的关系,人-工作匹配度越高,中等强度绩效薪酬的正面效应越强,高强度绩效薪酬的负面效应越弱;绩效薪酬与人-工作匹配的交互效应通过创造力自我效能的完全中介效应影响创造力。     

Mindless resistance to persuasion: Low self‐control fosters the use of resistance‐promoting heuristics

In our consumer society, people are confronted on a daily basis with unsolicited persuasion attempts. The present research challenges the prevailing view that resisting persuasion is more likely to fail when consumers have low self‐control. Four experiments tested the hypothesis that impaired self‐regulation may actually facilitate resistance to persuasion when the influence context contains resistance‐promoting heuristics. Indeed, participants with low self‐control were less likely to comply with a persuasive request (Experiments 1 and 3), reported a less favourable attitude towards an advertised product (Experiment 2), and generated more negative responses towards a persuasive message (Experiment 4) than participants with high self‐control, when they could rely on resistance‐promoting heuristics: a violation of the norm of reciprocity (Experiments 1 and 3), an advertisement disclaimer (Experiment 2), or negative social proof (Experiment 4). Together, these studies demonstrate that contextual cues can bolster resistance when one does not carefully scrutinize an influence attempt.